What the '90s taught us about PR
From ; PRdaily By Kate Connors | Posted: April 17, 2014
Although I was born in the 1980s, I consider myself to be a full-blown '90s child.
雖然我是80年代出生，但我認為自己完全是個20世紀90年代的孩子。
The TV show "Wishbone" was where I first developed a love of history. If someone uses
the word "bop," my mind immediately goes to my first Bop It game and I want to yell back
"Twist it—Pull it—Flick it!"
我的腦海裡馬上想到的是 "BOP IT" 玩具的比賽，我要大喊“扭它，拉它 - 彈它吧！ ”
When parents complain about their kids having too many stuffed animals, I cringe and
think about the multiple boxes of Beanie Babies living in my attic that I continue to hope
will be worth something one day. But the '90s weren't just about all the must-have toys and
wonderful TV shows; they were also a time when future PR professionals learned a thing or
two about how to bring clients success. Below are a few examples of PR tips we learned
from 1990s culture and icons.
當家長抱怨自己的孩子有太多的絨毛動物，我畏縮了，並想起我的閣樓住了數盒的Beanie
熊寶公仔，我還繼續希望有天這會變成值錢的東西。但90年代不只是有所有的必備玩具和
精彩的電視節目;他們也正值未來公關專業人士學到了一兩件事有關如何為客戶帶來成功的
時代。我們從20世紀90年代的文化和圖標學到了以下的公關技巧一些例子。
1. Giving a face to your brand is crucial.
We fell in love with the Olsen twins on "Full House," but in reality that was only the beginning
of their success. They truly owned their brand and developed movies and products that fit
their target audience. In today's world, where most interactions take place online and not
in person, personalizing and humanizing your brand is essential to success.
我們愛上奧爾森雙胞胎演的“歡樂滿屋”，但在現實中，他們的成功僅僅是個開始。
他們真實的擁有自己的品牌和開發電影以及適合他們受眾目標的產品。
在當今世界，大多數交互作用發生在網上，而不是在人，個性化和人性化的品牌是成功
的關鍵。
2 . If you are facing a communications crisis, be transparent .
2，如果你正面臨著一個訊息危機，資訊透明是重要的。
I can't even begin to list all the wonderful children's TV shows that aired in the '90s, but there
is one show we will never forget for the delightful scandal it brought with it. On July 26, 1991,
Pee-wee's Playhouse host Paul Reubens was arrested for indecent exposure. What did
Reubens do to rebuild his reputation? Almost absolutely nothing for the next decade.
Reubens' situation was a no-brainer for the courts. He did what he did and paid a fine.
What can we learn from this? If you want to save your career or company and not sit on
your butt for 10 years, apologize, be transparent, and regain the trust of your consumers/fans.
Hiding is never the best way to go.
我無法開始列出在90年代播出的所有精彩的兒童電視節目，但有一個節目中，我們將永遠
不會忘記愉快的誹謗也帶來了。 19917月26日，，Pee-wee's 遊戲屋主持人Paul Reubens，
涉嫌猥褻暴露而被逮捕。魯本斯怎麼重建自己的聲譽？下一個十年幾乎毀於一旦。
魯本斯的處境毫無疑問將會在法院。他做了他應的所作所為並支付罰款。
我們可以從中學到甚麼？如果你想保存你的事業或公司，而不是坐在你的嘲諷度過10年，
道歉，坦率的，並重新獲得你的消費者/粉絲的信任。隱藏從不是一條最好的路。
3. Never discount public opinion.
3，永遠不要低估公眾的意見。
For us '90s babies, we hear "O.J." and our mind does not immediately go to a citrus
beverage. Instead we think about the O.J. Simpson trial, which reinforced the idea that
celebrities can get away with anything. The takeaway here for PR pros is that your client's
public image is a huge priority, which is why getting them media coverage before a crisis
occurs is important.
相反，我們思考的是 O.J.辛普森審判，這加強了名人可以逃脫任何東西的主意。
此處給的公關的新訊息的利弊，就是你的客戶的公眾形象具巨大優先等級，這
就是為什麼在危機發生之前，先讓他們的媒體報導是非常重要的。
The more friends you build in the news media world, (usually) the less likely it is that they
will tear you to shreds at a later date. Another lesson here is that no matter what you do,
what you've done, or whom you know, a great story trumps everything.
你在新聞媒體界建立的朋友越多， 在日後他們會將你撕成碎片（通常）的可能性就越小。
這裡的另一個教訓是無論你要做什麼，你做了什麼，或者你認識的，一個偉大的故事勝過一切。
4. Digital is the future.
4，數位化是未來。
I'm sure many parents cringed when their children suddenly began tending to numerous
Tamagotchis and appearing late to dinner because they had to check in on their handheld pets.
But the creators of these little creatures, Akihiro Yokoi of WiZ and Aki Maita of Bandai,
were on to something when they made those highly addictive toys.
我敢肯定，很多家長對他們的孩子突然開始趨於無數的電子寵物並在晚餐遲到只因為他們不得
不檢查他們的掌上寵物時表示大感不快。但這些小動物的創造者，WIZ的橫井彰和萬代的蒔田亞紀，
是將秘密進行做這些很容易上癮的玩具。
According to survey data released by Forbes.com, "Studies show that Gen Y and Millennial
generation—which will comprise more than 50% of the workforce by 2020—would prefer to use
instant messaging or other social media than stop by an office and talk with someone." So for
those of you who talked lovingly to your virtual pet, you weren't crazy—just ahead of the curve.
據 Forbes.com公佈的調查數據顯示， “研究表明， Y世代和千禧一代，包括50％以上勞動力者
在2020年之前，更喜歡使用即時通訊或其他社會媒體辦公或與某人聊天而不是停止。
“因此，對於那些對您的虛擬寵物親切的交談，你不是瘋了，只是走在時代的尖端。
So next time you are reminiscing about which Power Rangers character was your favorite,
think about it in a public relations context. Who doesn't remember all the diversity conflicts
around those action heroes?
所以，下次你回想哪個金剛戰士隊員的角色是你最喜歡的， 想想在公共關係脈絡方面。
誰不記得所有圍繞這些動作英雄的衝突差異？
Kate Connors is a senior account manager and social media strategist a
t Media & Communications Strategies. A version of this article originally appeared on
PR Breakfast Club.
(Image via)
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